So you might be asking, what is this hero marketing you speak of and how can it make me money? Simple. Hero marketing is making your customer the hero instead of making your company the hero. If you take a look at your content right now it probably talks about how great your products are, but it should be showing how your consumer should be benefiting from them. If your content is like that you might want to continue reading, and I’ll show you why you need to develop a hero marketing strategy and what a hero marketing strategy looks like.
We now live in an era where consumers have hundreds of options to choose from and they no longer have to settle. Consumers are now smarter when it comes to making decisions. According to an article by Adweek, 81% of consumers conduct research online before buying a product. On average a customer will visit three stores before they make a purchase. So, this means your brand must stand out from the rest, and the best way to do that is to develop a hero marketing content strategy. Hero marketing can give you a competitive advantage over your competition and it gives your customers reasons why they should choose your products
The first step of switching over to hero marketing is changing your content strategy. If your content currently talks about how great your products are, then you’re in desperate need of a new content strategy. Your product should never be the hero; customers should always be the hero and your product is there to serve as a sidekick. Your product(Sidekick) is there to help the customer(Hero) solve their problems(The Villain). So, instead of asking “How can we help”, show your customers how you CAN help them. For example, I run a freelance marketing business and my headline says “how can I help your brand?”, and below my headline, I list the strategies I use to help my clients grow their brands and how they will benefit from using my services.
Think about a movie: it has a beginning, climax, and conclusion. You should think about content the same way. The beginning of the movie is when we first learn about the problem the main character is having. Think of it this way, your customers are looking for somebody to help solve the problem they are facing. You need to show how you’ve solved problems like theirs before. After you have found out about the problems your customers are facing it’s time to help them defeat the villain at this point. You are the sidekick and you’re there to help your customer. The climax of the movie it’s usually the most exciting part. At this point you want to show your customers what working with you looks like, and how you will help them face the problems they’re having. Now that you have defeated the villain it’s time to wrap the movie up. Now that you have helped your customer face their problem, how is your product and service going to make sure your customer never faces this problem again, and if they do face it again you want to make sure they’ll come to you and ask for your help. The goal is to take your customer on a journey.
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